Come visit IgnitionOne at DMExco

IgnitionOne will be  at DMExco 12-13 September. There will be big screen LiveMarketer demos, expert advice on digital marketing from our European Director, Stephan van den Bremer, and from our Head of Client Solutions Europe, Ollie Bath. Come and talk to us about your online marketing issues and a chance at winning one of our Apple TVs. You can find us in Hall 8, at stand E051 F058. Entrance to the event is free.

If you would like to set up a meeting in advance, contact our VP Business Development Europe, Gordon, who will be at the event at Gordon.plomp@ignitionone.com or our Germany Sales Director, René at rene.niessen@ignitionone.com who will also be there to answer any questions you may have.

 

The international leading conference for the digital industry

DMExco is the international leading expo & conference for the digital industry. Comprised of a unique combination between an exposition and a conference, it stands for innovative and future-oriented marketing in the midst of a global growth market. Placing a clear focus on advertising, media and technology, DMExco is the number one global industry meeting platform for valuable knowledgetransfer as well as direct business transactions. DMExco offers trade visitors the broadest range of business trends, creative excellence, growth strategies and product innovations in various ways and is free of charge. Being the central hub for all thought leaders and minds from digital brands, advertisers and marketers, all types of agencies and media owners DMExco is leading the global digital industry.

Free Download: 2012 Econsultancy PPC Bid Management Technology Buyer’s Guide

The IgnitionOne team worked with Econsultancy this year to be included in their 2012 PPC Bid Management Technology Buyer’s Guide. This buyer’s guide is a valuable tool for those interested in the global market for paid search bid management technology. The report contains a detailed analysis of market trends and guidance about how to select the right technology. The guide is relevant for marketers based in the UK and US, as well as those in other parts of the world. It also includes trends in the marketplace, as well as an assessment of the sector’s strengths, weaknesses, opportunities and threats. Topics covered include:
  • Integration with social media APIs and other types of biddable media
  • Mobile bolsters further growth in paid search
  • Integration of marketing channels leads to focus on attribution
  • Real-time bidding provides new opportunities for search marketers

We are very proud of how IgnitionOne’s offerings and solutions were very well received and are honored to be figured prominently.

This report would normally cost marketers $400, but through our partnership with Econsultancy, we have made it available to you through our website: http://www.ignitionone.com/en/research/econsultancy-ppc-bid-management-technology-buyers-guide

Through the Lens of an Intern

Technology is rapidly changing the game and everyone must adjust to the strong tech-based environment by transitioning to become more relevant and savvy. Internships allow young professionals to gain valuable experience and provide the opportunity to gain a better grasp on where to begin their career. What better place than IgnitionOne?

At IgnitionOne, interns are treated with tremendous respect because the organization understands that creativity can come from anywhere. Not every company invests as much energy and time building positive relationships with their interns, or even consider them as equals to their full-time employees. But here, interns are treated the same as everyone else.

Every Tuesday, we have a companywide intern “lunch and learn.” Directors from different departments talk to us about their career and discuss their roles in the innovative process. As an intern, it is very interesting to hear stories of people from various walks of life that have come together in the marketing industry. That being said:  look through the lens of an intern (mine) and experience what a day is like for me.

On my first day, Human Resources welcomed me with open arms and gave me the grand tour of what seemed to be a dual-leveled maze.  Shortly after, I walked to the IgnitionOne team and waiting for me was a desk with a computer with not one, but two screens! During the tour, I was introduced to the large café that has multiple flat screen televisions, a game room, and kegs! At this point, I can only imagine the kind of company parties are hosted here.

After settling in, I was handed my assignments for the upcoming week. The first thing that I noticed was a visit to the Google office for an intense DoubleClick “DART” workshop (Dynamic Adserving Reporting & Targeting). As an Advertising Operations Intern, I used DoubleClick to implement the digital advertisements clients need. It was exciting that IgnitionOne was sending me to learn first-hand from DoubleClick at the Google office.

Before interning at Ignition One, I thought an internship would be doing slave work such as running the errands that employees wouldn’t do. But in reality, this internship taught me how connected everything within the digital landscape is. Within my short time interning at IgnitionOne, I have learned that to run a successful campaign, all channels must work together. For example, when working with clients, we all first have to understand exactly what the client needs. Then, all of the departments come together in order to understand the problem we are trying to solve and discern the best way of execution. Whether it is raising brand awareness to gaining customer loyalty, we have to find the most efficient route to the solution. That is what makes IgnitionOne successful.

I am very grateful for my experience as an intern at Ignition One and I know I am not alone. The lessons learned here will allow me to discover my passion and move forward with my young professional career. I wouldn’t trade working at IgnitionOne for the world.

2012 IgnitionOne US Strategic Client Summit

Last week, we brought our most strategic clients together in Atlanta to hear from industry thought leaders, including Brian Morrissey, Editor in Chief at Digiday; Tim Reis, Head of Mobile & Social Solutions at Google; Keith Kaplan from Yahoo!; and Ted Schweitzer from La Quinta Inns. IgnitionOne executives also presented on the state of the industry and the company’s vision for the future, including CEO Will Margiloff, President Roger Barnette, SVP of Client Services Dave Ragals and SVP of Operations Mark Ziler.

The event was an intimate gathering where marketers from some of the world’s top brands interacted, share ideas and offered input on the challenges and opportunities in digital marketing. It was a productive and educational day that we plan to repeat in the US and other regions.

Special thanks to all our participants and speakers!

IgnitionOne Targeting Drives 300% Higher CTR for Expedia.ie

Expedia.ie faced the challenge of an industry where users seek a wide variety of products. Reflecting its “People Shaped” approach to travel, Expedia.ie aimed to offer highly relevant products and services to cater to the differing needs of its audience.The popular travel brand sought to increase web traffic, click-through-rates (CTR) and conversions on its site. Expedia.ie looked to IgnitionOne to help solve their digital marketing needs.

IgnitionOne implemented its Digital Marketing Suite technology, which dynamically customizes site content for each visitor in real-time based on their travel destination interest. Providing more relevant and personalized content creates a more fluid click behavior, which improves CTRs. The technology was driven by IgnitionOne’s powerful audience scoring engine on Expedia Ireland’s website. The scoring solution considers on-site behavior, including the travel interests entered by visitors in search forms on Expedia.ie, and instantaneously adapts its homepage banners according to the travel interest profile of each visitor.

Andrew Warner, Senior Marketing Director, Expedia EMEA said, “When Expedia launched, we effectively turned around the travel agent’s monitor and gave the customer access to these expert tools, and more than 15 years on, we continue to look for new ways to empower our customers and to make travel planning simpler and more intuitive.”

Expedia provides access to over 150,000 hotels and more than 300 airlines from destinations across the globe, offering a wealth of ways to tailor the content displayed in banners. The Expedia.ie team used the Digital Marketing Suite’s LiveMarketer drag and drop functionality to draw on the broad range of options to personalize the website on the fly. This functionality includes triggering promotional offers and other on-site campaigns easily for different audience segments to ensure that Expedia.ie can help travelers to find the best value for the destinations they are most interested in quickly and easily.

Within just three months, overall site relevancy improved the user experience by 25%. Targeted homepage banners recorded 300% (4x) higher CTR compared to default or standard banners.

To download the complete case study, click here.

Q&A with Noriaki Okubo, IgnitionOne’s Managing Director, APAC

What is your background?

I have over 15 years experience in International business: ten of which have been in the Internet space and the last five years have been with IgnitionOne.

What is your role at IgnitionOne?

I manage the Asian business for IgnitionOne. I have responsibilities to grow business in the region and also manage operations.  This specifically touches upon developing sales and marketing strategies, building and motivating the team in rapidly changing environments, building relationships with clients and most importantly finding new business opportunities for IgnitionOne.

What is it like working in the IgnitionOne Japan office? 

The Tokyo office is situated in an area called Azabu Jyuban where there is a good mix of restaurants, cafes, bars, as well as commercial and residential space. There seem to be a number of modeling agencies in the area, which can occasionally be interesting. The office is not large but everyone is hard working and very dedicated to their jobs and we have a strong culture of team work. Language barriers and the 13 hour time difference between the US and Japan can be a challenge, but it doesn’t stop us from getting results.

What would you say is the most common grievance among Japanese marketers?

This is a hard question. Different clients have different grievance but I would say the biggest centers on performance.

How do marketers differ between Japan and the US?

Japanese marketers like to try new things but are not always patient and can sometimes be skeptical about technology. If they try something new, it needs to show a significant improvement in performance in a short amount of time or they will pull the plug. Marketers in Japan also tend to focus on small issues that can impact the bigger picture. For example, a small data discrepancy can be a large enough issue to offset a 5-10% performance improvement.

IgnitionOne recently released Remarketing in Japan. Can you tell us more about this and how it sets IgnitionOne apart from competitors in Asia?

Livemarketer is a feature that we like to talk about to explain the difference between standard remarketing and ours. Attribution and the option to use the whole Digital Marketing Suite for other channels with a more holistic approach is the way we bring our DMS to more sophisticated marketers.

Which area of digital marketing seems to be growing the fastest in Asia?
DSP’s, SSP’s, mobile, and ad networks are growing quickly in Asia, especially in Japan. We see this same trend in other Asian countries, but volume and market sophistication are still not there.

How do you spend your free time?

I have a young family (a six-year-old daughter and three-year-old son) so I spend a lot of my free time with them. We spend a lot of time in swimming pools as well as the park.

If you were stranded on an island and could choose only three items to accompany you, what would they be?

Assuming that I had Internet access: an iPhone, a knife and a tooth brush. If there is no Internet, I would ask for an Iridium satellite phone to try to get off the Island, and if I had to stay on the island for life, then maybe a knife sharpener instead of the phone.

IgnitionOne Industry Digest

August 2012

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and news. If there are any interesting and relevant articles that you would like to see featured in the next issue, please email Vanessa.Ralls@IgnitionOne.com

Company Highlights

US Paid Search Spend Growth Slows in Q2; Mobile Keeps Rolling
Marketing Charts
June 29, 2012

Marketing Charts uses IgnitionOne Q2 data to compile their report on paid search and mobile growth.

Marketers Continue Upward Trend in Paid Search Advertising says IgnitionOne Report
Mobile Marketing Magazine
June 29, 2012

Mobile Marketing Magazine highlights information provided by IgnitionOne that notes mobile growth and paid search statistics.

Fully Utilize Attribution in Search Marketing
DMNews
July 1, 2012

Roger Barnette’s byline encourages marketers to measure their performance through cross-channel attribution and move away from inefficient last-click.

Will Facebook Crack Mobile? IgnitionOne’s Michael Stephanblome on the Future of Social
The Drum
July 2, 2012

Q&A with Stephanblome covering his opinion on Facebook’s IPO valuation, how the company will crack mobile platforms, what he thinks will be the next big thing in social media marketing and more.

The New Millennial: Generation FB
Digital Marketing Suite
July 3, 2012

Lisa Arsenault, Head of Client Solutions for IgnitionOne, discusses how Facebook is the epicenter of a generation and makes suggestions for how marketers can appropriately advertise using the platform.

Paid Search Drives Highest AOV for Travel Industry
eConsultancy
July 10, 2012

Econsultancy uses IgnitionOne data to fuel their article on paid search and the travel industry, highlighting that paid search drives a 71% higher AOV than any other single channel.

Google Takes Mobile on Attribution Path
MediaPost
July 11, 2012

Information from IgnitionOne’s Travel and Retail Report is referenced to support this MediaPost article on attribution and analyzes the channel paths to conversions.

Paid Search Growth Slows, Mobile Spikes in Q2 2012
Search Engine Watch
July 13, 2012

IgnitionOne data is used to support claims in this article regarding paid search trends.

Seven Years In, It’s Time for Social to Grow Up
AdAge
July 16, 2012

Will Margiloff’s byline questions how marketers value social and insists that social provides better advertising opportunities and an efficient method of measuring user engagement and interaction with brands.

Paid Search Drives the Highest Value for the Travel Industry
Fourth Source
July 17, 2012

Centers on IgnitionOne data that reveals paid search is the key driver in getting customers to spend more money.

Attribution Requires Marketers to Understand Display Ad Impact
MediaPost
July 17, 2012

The IgnitionOne Travel and Retail Report’s explanation of ways to reduce conversion times simply by rearranging media in the purchase funnel is mentioned.

Where Display Fits
MediaPost
July 18, 2012

In his byline, Eric Bamberger discusses the symbiosis of display and search in the end-result of a conversion and makes an argument against last-click attribution as it typically omits the importance of display in the path to conversion.

Still Buoyed by Search Business, Google Posts 21% Revenue Growth
AdAge
July 19, 2012

Roger Barnette comments on the Google Q2 reported earnings.

Ollie Bath, Head of Client Solutions, EU for IgnitionOne, explains how understanding attribution can lead to faster conversations and higher order values
Travel Bulletin
July 20, 2012

Ollie Bath discusses how integrated campaigns are most powerful when you have a fully-attributed view of online advertising, providing insight into how digital channels work together.

PPC & SEO – How Well Do They Play Together
Digital Marketing Suite
July 26, 2012

Meghan McDonnell explores multiple studies on paid and organic search, concluding that paid media fuels overall search traffic.

James Yancey, VP of Global Strategy at IgnitionOne, on the Future of Facebook Sponsored Stories Combining Social Graph and Third-party Data
ExchangeWire
July 26, 2012

James Yancey discusses the future of Facebook Sponsored Stories combining social graph and third-party data.

What Do A BLT And Search Marketing Have In Common?
MediaPost
July 27, 2012

Roger Barnette’s byline focuses on search marketing strategies, and discusses how organic and paid search work in concert and when the two function together, CTR, conversions and profitability will increase. Search marketers must work closely with other digital media disciplines in order to garner results.

Industry Insights

Success through Testing: Don’t Forget the Scientific Method
Search Engine Watch
July 5, 2012

Similar to science, digital marketers can benefit from testing by using steps in the Scientific Method. Characterizations and experimentation show how to test and hypotheses and predictions show what to test.

Is Click-Through-Rate Still a Good Measure for Success?
MediaPost
July 10, 2012

DeShazer argues that in other digital channels, business objectives need to be clearly understood and made tangible through defined KPIs in order to gauge whether the advertising is effective or not. Can this be translated for Facebook as well?

The Ripple Effect of Following a Brand on Social Media
eMarketer
July 10, 2012

A study found that 22% of Internet users would buy a brand that a friend liked or followed on a social network. The impact of liking a brand continues to grow in significance for companies, who feel that catering to their fans on social media outlets is a method of cultivating brand advocates who will support and recommend the brand, as well as its products and services.

Search Marketing’s Influence on Mobile Commerce
MediaPost
July 12, 2012

A report was released on the influence from search engine marketing that puts US mobile commerce spending at $36 billion by 2015 and that global revenue from mobile advertising and content should reach $67 billion this year. The report indicates that search will increase advertising and commerce but that mobile marketing will also contribute. Search on mobile demonstrates immediate intent and because mobile is a personal device, recommendations and ads target the individual. Keywords in text messages, searches, photo tags, and area codes will all play a role in ad targeting and marketing, as well as the ability to push content and recommendations that will lead consumers to make more purchases on mobile devices.

The No. 1 Concern of Digital Marketers: ROI
DIGIDAY
July 17, 2012

In a survey by the Association of National Advertisers, 62% of marketers said the inability to prove ROI in new media platforms is their top concern. They expressed unease over having proper metrics to determine the right media mix of traditional and digital media and 53% said there’s a lack of understanding about digital media among key people within their organization. Further, 40% of marketers are not measuring social to business results at all.

Mobile Search to Hit $15B in 2017
MediaPost
July 18, 2012

Juniper Research issued a new forecast projecting that revenue from mobile search and discovery will nearly triple to $15 billion worldwide in five years.

How Blank Display Ads managed to Tot up Some Impressive Numbers
AdAge
July 23, 2012

Ted McConnell created an ad that offered no message and then enabled the ad to ask anyone who clicked why they did so (whether it was mistake or if they were curious). The average CTR the 500,000 impressions received was .08%, leading McDonnell to question what a click is: “Is it just an indication of a person solving a little mystery along the route of his quest? Is it an experiment? Is it a nervous tick? Or all of the above?”

Balancing Dueling Goals: Quality and Scale
MediaPost
July 23, 2012

Netmining’s Chris Hansen discusses how to effectively run an audience targeting campaign. By balancing quality, where on the page the ad appears and how well it can viewed, and scale, a marketer will likely achieve his goals.

Consumers Willing to Offer Personal Info for Better Ads
Vator
July 20, 2012

A recent survey found that consumers are happy to give their personal interests to marketers if they see a positive return. The study also found that consumers are excited by the idea of getting rid of the noise and removing irrelevant marketing messages, even if that means that they have to take a little time to rate different brands, ads, and segments.

Email and Search are Most Popular Mobile Tasks: Infographic
eConsultancy
July 24, 2012

An infographic by Deloitte that shows that more than half of the UK population (52%) now own a smartphone, while tablet penetration stands at 16%. It also indicates that tablet users spend an average of £2.50 per month on apps compared to just 80p for the average smartphone user.

Trusting the Brand Enough to click on the Search Link
MediaPost
July 24, 2012

About.com released a study, revealing that consumers must trust a brand before they click on its ads. 84% of survey participants said trustworthiness has become a requirement before interacting with a brand. About.com identifies ten elements of trust. Some 99% of survey participants consider accuracy the most important element to gain consumer trust. Relevance follows with 98%; and fairness, format, transparency, and expertise tie for third at 97%. Choice and reliability are next at 95%, and awareness at 93%.

Tablets to Lead Mobile Advertising in 2014
MediaPost
July 23, 2012

A Yankee Group study forecasts that tablets will account for 53% of mobile ad dollars in 2014 compared to 47% for mobile handsets. They also found that 24% of tablet owners clicked on ads while using apps and 29% purchased extra content and indicated that tablets outperform smartphones across advertising, direct payment and in-app commerce.

A Timeline of Recent Facebook Ad Changes
ClickZ
July 24, 2012

A summary of news announcements regarding Facebook’s new advertising opportunities in 2012.

Why Brands must combine Paid, Owned and Earned Media
Social Chorus
July 24, 2012

The Altimeter Group published a report that states that brands do not integrate and align paid, earned and owned media, putting them at a disadvantage. In ten years, most media will encompass elements of all three. Digital, social, and influencer marketing programs are commanding larger portions of brand’s overall marketing budgets.

Facebook Tests Sponsored Results in Search Bar
ClickZ
July 24, 2012

Ads will begin to appear among organic search results in Facebook when users conduct searches for pages or places.

Display’s Future Hinges on Integration with Other Digital Channels
Marketing Pilgrim
July 25, 2012

A study by eConsultancy shows that 59% of marketers say increased integration with social media is very significant, 56% say the same for search and 50% for the personalization of online advertising. 44% of respondents are now integrating on-site content management and 37% are integrating search engine marketing.

Google Presents Strong Case for Online Political Advertisements
Search Engine Journal
July 25, 2012

An infographic that highlights facts about television, mobile, tablets and personal computers that should encourage the presidential candidates to re-evaluate their online advertising methods and strategy.

Display Isn’t Dying – It’s Just Getting Started
Adotas
July 27, 2012

The continuing discrepancy between consumer usage and ad spending in digital media, an online paradigm shift from direct response to brand advertising and the improving efficiency of online channels contribute to the argument that display advertising is only getting bigger.

Facebook is not Google
DIGIDAY
July 30, 2012

Google’s search revenue, a “once-in-a-generation business model” funded the company’s expansive efforts. But AdWords conveyed a message to VCs and entrepreneurs that the ad business was a basic engineering problem that could be solved with an algorithm. Facebook’s attempt at pioneering a new form of advertising based on social signals, in conjunction with its unproven advertising strategy, will take a long time to sort out.

Five Best Practices for Display

by David Hill, Senior Product Manager

Before I started working on display advertising, I always thought of display the way most Internet users probably do: noise next to content I was specifically looking for. Like many users, I actually became blind to display ads. Banner ads may have had some contextual relevance to the site that I was viewing but other than that, there wasn’t a lot of incentive for me to click on an ad. That is of course, unless the stars aligned and I was served a relevant ad that peaked my interest. A lot has changed since then.

As I have moved into working on display products and continue to learn more about the areas of remarketing and real time bidding (RTB), my eyes have been opened to how amazing and powerful display advertising is.

When I have updated friends and family that work in brand marketing on my work in display, I am surprised at how little they know about the topic. My assumption is that even though a lot of brands have seen the importance of including display in their online marketing strategies, there is still a need for further education on the benefits of display as a channel.

I think part of the problem is that brand marketers are so busy in their day-to-day business that display may be viewed as a “technology I just don’t have time to learn.” Whatever the reason, here is a simplified rendition of the benefits of display advertising to those that are interested in it but have not had the opportunity to learn about the landscape.

1. Remarket to users you know are already interested in your product

When users visit your site, you can collect valuable information about what they are interested in, called 1st Party Data. When a user has visited your site and then visits a publisher your display partner can bid on, this data helps to present a highly targeted ad to a user that has already identified that they are interested in your product or service.

2. Target your audience

You can use 1st Party Data (data you collect about your users) or purchase 3rd Party Data (data collected by sources such as publishers, retailers, offline data providers, etc.) to target users more efficiently and effectively based on your online marketing strategies and goals. This data can be used to make more educated bidding decisions that result in showing more relevant users your ad.

3. Branding

Use targeting to your advantage in extending your branding campaign. Since display advertising is highly measurable, the proper mix of strategy and measurement greatly extend your brand marketing efforts

4. Measurement

Display advertising is highly measurable and will help to identify traditional online metrics such as ROI, click-through-rate (CTR) and conversion data, as well as provide advanced insights that can help you create more in-depth custom analysis. This data can also be aggregated and compared to other online or offline marketing efforts.

5. Privacy

Privacy is a subject that you hear a lot about in today’s world both online and offline. How personal information is used is a concern for users and advertisers. Display advertising is no different. Organizations like Network Advertising Initiative (NAI) and the Digital Advertising Alliance (DAA) help to ensure that user privacy standards encouraged by the Federal Trade Commission are met and continually followed. When selecting a display partner, it is important to know whether they are a member of one or both of these privacy organizations.